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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

Dynamics of International Advertising brings to light the unique challenges marketers face in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this second edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind in creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The book should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency; researchers of international advertising and marketing will also find the text a valuable resource.
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Karl-Wilhelm Mueller

In den Siebziger Jahren entwickelte sich neben der traditionellen neoklassischen Wachstumstheorie eine eigenständige Theorie erschöpf- barer natürlicher Ressourcen. Die neue Theorie machte deutlich, dass insbesondere bei wachsender Bevölkerung ein Absinken der Pro-Kopf-Produktion nur bei hinreichendem technischen Fortschritt verhindert werden kann. Mögliche Hoffnungen auf technischen Fort- schritt sind jedoch unbegründet. Das geht aus einer Analyse der physikalischen Bedingungen des Produktionsprozesses hervor. Die Menschheit muss verhungern, wenn sie sich nicht vom Verbrauch er- schöpfbarer Ressourcen unabhängig macht. Als Ausweg bleibt nur die Entwicklung sogenannter Backstop-Technologien.
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Europa vor der Alternative: Zentralismus oder Regionalisierung?

Dargestellt am Beispiel der Gewässerpolitik im Kontext der Staats- und Verwaltungsreformen West-Europas

Hans-Jörg Mueller

Einerseits geht es dem Verfasser um den Gewässerschutz als Teil des gesamten Umweltschutzes auf nationaler und europäischer (EG-Europarat) Ebene - «Wer immer in Zukunft eine Übersicht ... bekommen will, wird auf diese Studie zurückgreifen müssen» (Prof. Theodor Leuenberger) andererseits um die Regionalisierung (und Demokratisierung) der politischen Institutionen. Der Verfasser bleibt nicht bei der Schilderung des status quo stehen, sondern formuliert und begründet 10 Thesen für die Regionalisierung und eine regionalisierte Gewässerschutzpolitik. Diese 10 Thesen münden in die Forderung nach einer verstärkten und spezifisch definierten Zusammenarbeit zwischen der Europäischen Gemeinschaft und dem Europarat. Die Arbeit: «verdient die hohe Qualifikation monumental» (aus der Beurteilung von Prof. Dr. H.Chr. Binswanger).
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The Micah Story

A Morality Tale in the Book of Judges

E. Aydeet Mueller

The author of the Micah story was probably active in the wake of the fall of Jerusalem in 587 B.C.E. Calling into question recent understandings that highlight the Micah story in the book of Judges as a piece of political polemic, this book ascribes the text to a morality teacher standing firmly in the deuteronomic tradition. Idolatrous, immoral, fearful, and alienated from God, the protagonists do what is emphatically forbidden in the book of Deuteronomy. The moral of the Micah story: do not act like the protagonists, return to God, practice covenant loyalty, and remember that God never breaks the covenant with the people.
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Zu Hermeneutik, Literaturkritik und Sprachtheorie / On Hermeneutics, Theory of Literature and Language

Gesammelte Vorträge, Beiträge und Essays / Collected Essays, Lectures and Papers

Kurt Mueller-Vollmer

This book comprises a series of essays exploring the transformative insights of Fichte, Herder, Humboldt and the Romantics into the seminal role of language and imagination in shaping human experience and art, including how language, self-consciousness and understanding arise through speech. Along with topics concerning the literary work of art, the philosophy of history, German humanities, philology, and semiotics, the author also discusses the place of phenomenology and the concept of interpretation in literary theory. In highlighting ideas from A. W. Vico, F. Schlegel, Novalis, Germaine de Staël, and Schleiermacher, the author also elucidates romantic poetics, translation, discourse and cultural transfer themes.

Das vorliegende Werk umfasst eine Reihe hermeneutischer Abhandlungen des Autors, in deren Fokus die Deutung der Sprachauffassungen Fichtes, Herders, Humboldts und der Romantiker steht. Der Autor untersucht dabei die Formierung von Erfahrung und Kunst durch Sprache und Einbildungskraft sowie die Entstehung von Sprache, Selbstbewusstsein und Verstehen in der Rede. Desgleichen behandelt er Semiotik, Philologie und Philosophie der Geschichte, sowie die Rolle der Phänomenologie und des Interpretationsbegriffs in der Literaturkritik. Im Besonderen hebt der Autor die Auffassungen von Vico, A.W. und F. Schlegel, Novalis, Germaine de Staël, F. Schleiermacher hervor und beleuchtet Übersetzungs-, Diskurs- und Kulturtransfertheorien sowie die Poetik der Romantiker.

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Transatlantic Crossings and Transformations

German-American Cultural Transfer from the 18th to the End of the 19th Century

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Kurt Mueller-Vollmer

This volume attempts for the first time a comprehensive view of the momentous process of German-American cultural transfer during the 18 th and 19 th centuries, which played an important part in the formation of an American national and cultural identity, a process to which the New England Transcendentalists contributed some of the decisive ingredients, but which has largely escaped the attention of German and American scholarship. In each chapter a specific problem is treated systematically from a clearly defined perspective, deficiencies of existing translation theories are exposed, so that in the concluding chapters 13 and 14 (with an unpublished memorandum by Alexander von Humboldt) a cohesive view of the entire process emerges. A comprehensive bibliography will facilitate further scholarly pursuits.
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Bernhard Claußen and Horst Mueller

Political socialization has gained in significance for the stabilization and innovation of political systems in East and West. In this respect, the political levels of consciousness, convictions, attitudes, behavioural patterns and actions of the young are especially noteworthy. For some time now, substantial changes have been perceptible in connection with processes of modernization in developed and developing industrial societies. East-West relations have not been left untouched. The articles in this reader offer an illustrative insight into more recent developments in a variety of countries. At the same time, they document the current line of empirical and theoretical international research, carried out by both the established and rising generations in the field of political science and sociology.
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Advertising and Societies

Global Issues, Second Edition

Katherine T. Frith and Barbara Mueller

Now in its second edition, Advertising and Societies: Global Issues provides an international perspective on the practice of advertising while examining some of the ethical and social ramifications of advertising in global societies. The book illustrates how issues such as the representation of women and minorities in ads, advertising and children, and advertising in the digital era have relevance to a wider global community. This new edition has been updated to reflect the dramatic changes impacting the field of advertising that have taken place since publication of the first edition. The growing importance of emerging markets is discussed, and new photos are included. The book provides students and scholars with a comprehensive review of the literature on advertising and society and uses practical examples from international media to document how global advertising and global consumer culture operate, making it an indispensable research tool and invaluable for classroom use.
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Lutz Götze, Patricia Mueller-Liu and Salifou Traoré

Während kontrastive Grammatiken seit langer Zeit existieren, sind Überlegungen zu kulturkontrastiven Grammatiken neu. Grundlagen liefern sowohl Ideen Wilhelm von Humboldts zu unterschiedlichen Weltansichten und Gedanken Ernst Cassirers zur Symbolkraft der Sprache einerseits wie andererseits – in Auseinandersetzung mit dem sprachlichen Determinismus – die Kognitive Anthropologie und Ethnosemantik, deren Vertreter vor allem Dell Hymes und Erving Goffman sind. Eine kulturkontrastive Grammatik in unserem Sinne vergleicht die deutsche Sprache mit europäischen, afrikanischen und asiatischen Sprachen nicht nur linguistisch, sondern vor dem Hintergrund kultureller Normen und Traditionen, die die sprachlichen Ausdrucksmittel prägen und unterschiedliche Weltansichten bedingen.
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Why kratnosť? On Russian Factual Imperfectives Olav Mueller-Reichau Leipzig University Abstract This paper is about a classic question of Russian aspectology. Why does the factual reading of the imperfective require the verbal predication to express a repeatable event? Or, which is the same: How comes that factual imperfectives can only be realized in contexts that support the feature ‘kratnosť’?1 Different answers that have been given to that question will be discussed, and a decision will be made in favor of the following one: The kratnosť